Taking the chance with any new platform is daunting. In any case, nobody needs to dedicate their time, vitality, or funds into one thing with little return.

That mentioned, it is onerous to disregard the hype round TikTok, its unbelievable engagement charge, and its large person base. For those who’re prepared to get inventive, TikTok might be the right house to your short-form movies.

Right here, I spoke with HubSpot’s social media crew to assemble their finest ideas for bringing your model on TikTok.

1. Know the place your viewers hangs out.

It is necessary to know the place your viewers hangs out on-line. For some manufacturers, this consists of TikTok — for others, not a lot. For example, for those who promote retirement houses, you will not get a lot traction with the platform’s predominantly youthful viewers.

“TikTok is clearly all the trend proper now, and it is sensible that manufacturers need to soar in. However earlier than you accomplish that, make certain to take time to ask the precise questions: Does it make sense for our model to indicate up on TikTok? Is our audience there?,” advises Annabelle Nyst, senior advertising and marketing supervisor at HubSpot.

For those who’re debating whether or not or to not carry your model on TikTok, bear in mind to hinge your determination on crucial issue: your audience.

2. Discover your “why.”

Getting began on TikTok can really feel overwhelming, particularly when you do not have a purpose to work in the direction of. 

Consider your purpose as your compass. It influences the movies you make, the matters you cowl, and your total technique. You need not have a selected purpose proper off the bat — and it’ll seemingly change over time — however you must have an concept of the overall route you need to go.

Listed here are a couple of widespread objectives:

• Construct an engaged group
• Improve model consciousness
• Enhance model picture
• Promote merchandise
• Generate web site site visitors
• Broaden your viewers
• Present customer support
• Educate your viewers

It is simply as necessary to trace your progress. Check out a number of key efficiency indicators (KPIs) like profile views, video views, video likes, and follower development to see for those who’re inching nearer to your objectives.

3. Decide how you will present worth.

The following step is figuring out the way you need to current your model on TikTok. For Nyst, this begins with answering a easy query: how will you present worth to customers?

“Asking this query upfront will enable you to set up what your objective is for being on TikTok, and what your model’s presence would possibly seem like on the platform,” she instructed me.

For example, Gymshark, a preferred health attire model, supplies worth by entertaining its followers with fitness-related challenges, skits, and clothes hauls. It is no shock the model has over 4 million followers on the platform.

As a result of TikTok is quirky by nature, it creates a false impression that “critical” manufacturers do not have a spot on the platform. This is not true. Nevertheless, you will have to strategy your model from a special angle. 

For instance, the Washington Submit has raked up over 1 million followers on TikTok. If you have not seen their movies, you would possibly count on critical content material. As a substitute, you will discover comedic skits in regards to the newest breaking information.

The last word purpose is to offer worth in an enticing means. That is achievable for a lot of manufacturers — critical or not.

4. Save time by making a content material calendar.

TikTok surpassed 1 billion month-to-month lively customers in 2021. On high of that, thousands and thousands of conversations occur on the platform each day, and traits come and go at fast velocity. 

In brief, TikTok can get overwhelming. Because of this, Nyst recommends planning a content material calendar. 

“Issues transfer shortly on TikTok, and gaining new followers typically is dependent upon having a financial institution of current content material in your profile. So, suppose forward to what number of movies per week you’d prefer to publish, and how much matters you will concentrate on,” she advises.

That mentioned, TikTok is a trends-driven platform, so make certain to go away house in your content material calendar to leap on traits and create time-sensitive content material.

Moreover, you additionally must resolve how typically you must publish on TikTok. Nyst favors high quality over amount, advising manufacturers to purpose for 1-2 movies per week. In different phrases, consistency is vital.

One other upside to posting constantly? The extra you publish, the extra insights you achieve out of your viewers. This may enable you to perceive what matters and video kinds they reply to probably the most.

Wish to know the perfect day and time to publish your movies on TikTok? Take a look at this useful information.

5. Insert your voice strategically.

If you first be part of TikTok, it is tempting to hitch each dialog, hop on each pattern, and take part in each problem. Nevertheless, manufacturers must set guardrails and be strategic with their content material, says Nyst.

“There are such a lot of conversations occurring directly on TikTok, and so they’re altering on a regular basis. It is necessary to do not forget that your model does not have to be part of each single dialog – so attempt to choose those the place it is sensible to insert your voice,” Nyst instructed me.

She provides, “Certain, the most recent dance pattern is likely to be thrilling, however can your model truly carry one thing new, distinctive, or worthwhile to the desk?”

Not each pattern or problem will align together with your model or its messaging. On high of that, if you cannot add a brand new or distinctive spin, it is higher to skip it completely. However don’t be concerned about lacking out — traits on TikTok are a dime a dozen, and one other one is true across the nook.

Again To You

TikTok is the brand new child on the block — and has shortly turn into a viable (and thrilling) advertising and marketing platform. Earlier than leaping in, make it possible for TikTok is sensible to your model. When you’re on the platform, concentrate on concentrating on your viewers with worthwhile content material on a constant foundation.